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Electronic Marketing John O'Connor

Electronic Marketing By John O'Connor

Electronic Marketing by John O'Connor

Reviews:
$10.00
Condition - Good
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Summary

Electronic Marketing: Theory and Practice for the 21st Century provides a broad, but sound overview of this rapidly changing field. Targeted at students and practitioners who already understand basic marketing concepts, it includes the latest discussion of Relationship Marketing and CRM as well a chapter on Improving Sales Force Effectiveness.

Electronic Marketing Summary

Electronic Marketing: Theory and Practice for the Twenty-First Century by John O'Connor

Written by leading players in both industry and academia, Electronic Marketing: Theory and Practice for the 21st Century provides a broad, but sound overview of this rapidly changing field. Targeted at students and practitioners who already understand basic marketing concepts, the book includes the latest discussion of Relationship Marketing and CRM as well a chapter on Improving Sales Force Effectiveness.

Table of Contents

PART I: THE ELECTRONIC MARKETING REVOLUTION 1. The emergence of electronic marketing 2. The rapid rise of electronic commerce 3. E-commerce business models PART II: GETTING TO KNOW THE CUSTOMER 4. Conducting market research 5. Creating customer insight PART III: MANAGING THE CUSTOMER RELATIONSHIP 6. Creating the customer database 7. Direct marketing and database marketing 8. Relationship marketing and CRM systems PART IV: DEVELOPING THE CUSTOMER OFFERING 9. Getting the product to market 10. Pricing in the electronic age 11. Distributing the product in the electronic age 12. Promoting to markets of one PART V: DELIVERING THE OFFERING TO THE CUSTOMER 13. Improving sales force effectiveness 14. Delivering customer service and support 15. Developing electronic marketing systems that work Index

Additional information

GOR002497411
9780273684763
0273684760
Electronic Marketing: Theory and Practice for the Twenty-First Century by John O'Connor
John O'Connor
Used - Good
Paperback
Pearson Education Limited
20031206
456
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Electronic Marketing